Syaifullah, Vanka Fedia and Dr. Wahdiyat Moko,, S.E., M.M. CPHR., (2021) Word Of Mouth Marketing Sebagai Mediasi Pengaruh Promosi Media Sosial Terhadap Keputusan Pembelian Konsumen (Studi Pada Pelanggan Usaha Keluarga Ayam Bakar Mas Toro Di Kota Depok). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitan ini bertujuan untuk mengetahui pengaruh variabel promosi media sosial dan variabel word of mouth marketing terhadap variabel keputusan pembelian konsumen Usaha Keluarga Ayam Bakar Mas Toro di Kota Depok baik pengaruh secara langsung maupun tidak langsung. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antara variabel-variabel melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 120 responden yang diambil dari populasi konsumen Usaha Keluarga Ayam Bakar Mas Toro di Kota Depok dengan teknik purposive sampling. Teknik analisis data yang digunakan adalah analisis jalur (path analysis) dengan program SPSS versi 24. Hasil penelitian ini adalah variabel promosi media sosial dan variabel word of mouth marketing berpengaruh signifikan terhadap keputusan pembelian konsumen. Variabel promosi media sosial berpengaruh signifikan terhadap variabel word of mouth marketing. Hasil uji mediasi menunjukkan bahwa variabel word of mouth marketing memediasi pengaruh variabel promosi media sosial terhadap variabel keputusan pembelian konsumen Usaha Keluarga Ayam Bakar Mas Toro di Kota Depok.
English Abstract
This research aims to determine the effect of social media promotion and word of mouth marketing variables on the consumer purchase decisions variable of Ayam Bakar Mas Toro Family Business in Depok City both direct and indirect influences. This type of research is explanatory research which explains the causal relationship between variables through testing hypotheses. This study uses a sample of 120 respondents taken from the consumer population of Ayam Bakar Mas Toro Family Business in Depok City by using a purposive sampling technique. Data analysis techniques use path analysis with SPSS version 24. The result of this is the variable social media promotion and the variable word of mouth marketing have a significant effect on consumer purchase decisions. The variable social media promotion also have a significant effect on word of mouth marketing. The result of the mediation test show that the variable word of mouth marketing mediates the effect of the variable social media promotion on the variable consumer purchase decisions of Ayam Bakar Mas Toro Family Business in Depok City
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521020444 |
| Uncontrolled Keywords: | Promosi Media Sosial, Word of Mouth Marketing, Keputusan Pembelian Konsumen,Social Media Promotion, Word of Mouth Marketing, ConsumerPurchase Decisions. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 14 Jul 2022 02:25 |
| Last Modified: | 14 Jul 2022 02:25 |
| URI: | http://repository.ub.ac.id/id/eprint/192040 |
![[thumbnail of DALAM MASA EMBARGO]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text (DALAM MASA EMBARGO)
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